Tips, news and views from Green Light Copywriting

A quick copywriting Q & A 16 January 2012

I’ve heard some great questions about copywriting over the years. Some keep coming up, so I thought I’d share them here (along with the answers, in case you were wondering) in a quick copywriting Q&A:

1. Isn’t copywriting just about having good spelling and putting sentences together?
It’s easy to have that view about copywriting from the outside. But copywriting is not simply about putting words on a screen. It’s a process that includes lots of different elements – liaising with people, project management, communication, empathy, commercial understanding etc. Yes, a high standard of spelling and grammar is very important for business credibility, but so is copy that is effective in telling a story to persuade people about the value of a product or service.

2. What kinds of projects do you do?
As anyone can tell from looking around the Green Light Copywriting website, I work on a really wide range of projects for many types of companies. I really enjoy the variety and I think it makes me a better copywriter, too. I feel that there has definitely been more of a shift towards web, SEO and blog content, but I find there is still a definite demand for offline content as well.

3. What’s your favourite type of copywriting project?
I know this is going to sound really cheesy, but they all are! Each project comes with its own demands and challenges, of course. But each one is about getting to know the client and what they want to achieve. I find it interesting whether it is ghost blogging, creating a white paper with industry tips or writing copy for a company rebrand. Sorry to be cheesy, but that’s the truth!

4. Do you think much has changed with content since you started out?
I have definitely seen some changes. There are the obvious ones around writing for the web, SEO content and blogging. I think businesses now really recognise the importance of having a strong message out there and they can see the value of investing in their content. I think this has filtered down from larger companies through to SMEs so that issues like tone of voice are now seen as important by companies of all sizes and scales. I also think that companies are starting to see that, when it’s used strategically, content can be very effective in generating business leads. There are some exciting things going on now, for example, with inbound marketing. But I think that, whatever the changes in technology and approaches, companies will always need to connect with their customers in a distinctive way. The core issues remain the same, but the modes of communication present new challenges and opportunities.

5. Is copywriting just about sitting in a room on your own, writing?
Whilst the solo writing thing is a major part of the copywriting process, there’s a lot more to it than that. It’s not about being a professional hermit! Being able to connect with people and what they want to say about their company is really important, too. If you can’t listen, you can’t really reflect what that particular person wants to achieve. Asking questions is a big part of the whole approach – as is getting feedback along the way.

6. What else do you enjoy about the copywriting process?
I really enjoy working with clients who are keen to develop effective content for their business and who recognise the value of content as part of a strategic approach. I also really love getting to work with business-owners and developing new content for something innovative and new. Over the years I’ve been lucky enough to have worked with lots of new or developing businesses and learned about their plans for the future!

7. What, in your experience, are the biggest barriers to a successful copywriting project?
There are several things that can really get in the way of copywriting project working well! A key one, in my view, is a lack of communication between client and copywriter, for whatever reason. This can be very tricky. Another one is when the right background information isn’t provided at the right time, or when you have to keep going back to ask for more background info! Another barrier is linked to working outside a client organisation. I have to manage this issue well so that I can make contact with the people I need to!

8. So, based on the last comment, how does working outside an organisation shape your role as a copywriter?
There are some obvious potential practical challenges, but that all comes down to how the client and copywriter manage things together. Most of the time, the whole reason I get involved is to provide an external viewpoint and a fresh perspective on a product or service. It is this ‘outsider-seeing-in’ process that hopefully helps to convey what is most powerful and valuable about an organisation.

Camilla Zajac, Green Light Copywriting, January 2012